Toward Conceptualizing a Model of Direct Marketing Responsiveness in Consumer Environments

Abstract

This paper proposes a conceptual model of consumer direct marketing response behavior. Divided into three major components, the suggested framework links the importance of the direct marketing firm and the consumer to the final outcome of a direct marketing program. Both response and non-response feedback behavior of consumers are shown as key ingredients to the management process. Specific research propositions are offered for each of the major stages in the model to give direction to future efforts.